Whether it’s the skinny girls in spinning class, the stranger’s foot dangling in your face at yoga, all those mirrors at the gym, or just a tough run, the ad relates to the everyday grind a fitness routine can be, rather than glorifying athletic superheroes.

To back up that claim, the brand says that over the last year women logged more than 50 million runs covering 170 million miles, and made up 54% of users on its Nike+ platform. It also reports that women are joining its platform at a faster pace than men, particularly in Europe and China, while Argentina, Brazil, Russia and South Korea boast the highest increase in female users over the past three months.